I’m an Aussie based in Berlin. For 10 years back in Australia I ran a digital web/marketing agency. I moved to Europe where I have been Head of SEO / Head of Marketing for multiple startups, spanning the niches of Directory, Marketplace, and SAAS.
I’m a big picture guy. My marketing strategy is, your marketing strategy should drive your product development. Many companies do this in reverse, tacking marketing onto their products. I think this is a mistake. Write your business plan, work out your marketing strategy, build your digital assets around it. Successful online companies get this right – unsuccessful ones invariably get it wrong. At least… this is my hypothesis.
I built this website to document my experiments pulling apart the marketing strategies of companies to test my theories.
It’s been a lot of fun and I hope you find it useful.